The life of the logo

After reissuing book Logo RIP (now with added dead logos) Dutch publisher BIS is turned its attention to living logos with new book Logo Life – Life Histories of 100 Famous Logos.

The KFC logo, featuring the Colonel
The KFC logo, featuring the Colonel

The book, as its title suggests, features a textual and visual history of 100 famous logos from their birth until the present day.

Texaco's red star
Texaco’s red star

So Apple’s famous identity is shown in its original 1976 version – Ronald Wayne’s woodcut-style illustration of Sir Isaac Newton sitting under an Apple tree, through to Rob Janoff’s 1977 bitten-apple logo, later adapted by Landor and Apple’s in-house team.

The evolution of the Apple logo
The evolution of the Apple logo

And the evolution of the BP logo is shown, from its 1920’s wordmark through to the famous crest, adapted by both Raymond Loewy and Siegel & Gale, before being ditched in 2000 by Landor.

The BP logo in use
The BP logo, from the 1920s to the present day

Accompanying the logo timelines are plenty of classic examples of the logos in use in brand campaigns and advertising.

The BP logo in use
The BP logo in use

Logo Life – Life Histories of 100 Famous Logos, by Ron van der Vlugt, is published by BIS Publishers.

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